Black Hat ASO - Presentation eMetrics

Black Hat ASORecognizing and fighting Black Hat App Store Optimization

Moritz Daan @moritzdaan

November 9, 2016 - eMetrics Summit

@moritzdaan@ASOMonthly

Phiture - Mobile Growth Consultancy

● Est. february 2016 by 2 former SoundCloud growth team leads Andy Carvell & Moritz Daan● Consulted 20+ apps from startups with 0 downloads to apps with 100M+● Specialties on Mobile Growth Audits, Life Cycle Marketing and App Store Optimization● Publishers of

○ ASO Monthly: medium.com/app-store-optimization-monthly ○ MobileGrowthStack: mobilegrowthstack.com

Joidy Seed stage

Pre-launch ASO

HERE WeGo 10M+ downloads

ASO + Audit

Goodgame Studios Top 40 GrossingASO Workshop

Clue Top 5 Health apps

ASO + Audit

Opera 100M+ downloads

Growth Audit

Onefootball 5M+ downloads ASO + Processes

SoundCloud100M+ downloadsASO, Retention, UA

https://medium.com/app-store-optimization-monthly

http://mobilegrowthstack.com


Black Hat ASO: a hot topic


From ASO to Black Hat ASO

1. ASO 101: An introduction to App Store Optimization2. Black Hat ASO: Where to draw “the line”3. Your compass: How to behave yourself

App Store Optimization 101


What is ASO?

App Store Optimization is the process of improving the visibility of a mobile app in the app stores and the conversion rates of app store assets.

App Store Optimization is the process of improving the visibility of a mobile app in the app store.

We extend it a little


ASO task: Picking your distribution channels

“App Store Optimization is the process of improving the visibility of a mobile app in the app stores and the conversion rates of app store assets.”


ASO task: Improving visibility within an app store


Keyword optimization Getting higher in the ranks


ASO task: Improving visibility within an app store


Getting featured


ASO task: Improving conversion rates


Screenshot(s)

TitleDeveloper nameIcon

Ratings & Review

App Preview

Place your screenshot here

Feature graphicVideo

TitleDeveloper name Icon

Short description

Screenshots

RatingsReviews

Description

Developer page

Category


Let’s zoom in

ASO Activity Black Hat ASO tactics known

1. Keyword optimization Yes

2. Ranking visibility Yes

3. Conversion rate optimization Yes

Choosing platforms & distribution channels No

Getting featured Unknown, but bribery/nepotism not unlikely

These three are most relevant to Black Hat ASO. In the next slides we dive a bit deeper into these 3 white hat ASO tactics.


Keyword Optimization: there are 2 types of appsThose that benefit from legit

keyword optimizationAnd those that don’t

1


Keyword Optimization: legit approach1


Keyword Optimization: localization

◉ Google auto-translates, but Apple does not◉ After localizing keywords in Russian

SoundCloud saw ~400% uplift in downloads in the App Store

1


Ranking visibility

◉ Apple & Google both have three top charts per category & overall:

Top Free Top Paid/Selling Top Grossing

◉ Free & paid are based on downloads, grossing is based on revenue

◉ Increasing ranking visibility can be done by white hat tactics such as changing revenue model briefly, or burst campaigns

2


Ranking visibility: burst campaigns2

Src: Tune

Note: (incentivized) burst campaigns see declining returns, three possible reasons:

1) Even incentivized CPIs are higher2) It takes more downloads to get to the top than 2 years ago3) There’s relatively less ‘discovery appetite’ via charts


CRO on app store pages: how?3

● Use A/B testing tools for highly converting assets (ie. screenshots):○ Google Play Store Listing experiments○ Third-party landing page tools (SplitMetrics, TestNest, etc.)○ Custom built (as I did with SoundCloud)

● Follow best practices, do qualitative user testing and then A/A test assets that are impossible to test (ie. developer page) or not worth A/B testing (ie. the 50th word in your long description :))

● Drive number of reviews and star ratings to boost CR by asking users at the right time with the right message


CRO: Ratings & Reviews

Src: Storemaven

3

Note: these are vendor-based researches outside of the app stores, merely to back up my point how important ratings and reviews are. With established brands you might not see this big of an effect on conversion (but from personal experience I did see a 20% drop from 4 to 2 stars).

Heatmap, indicating importance for both droppers and installers of reading reviews:

Consumer Survey “Would you consider downloading an app with X stars”

https://www.appannie.com/insights/mobile-strategy/aso-best-practices-optimizing-app-store-page-part-1/?utm_campaign=Submission&utm_medium=Community&utm_source=GrowthHackers.com

Black Hat ASOIn search for “the line”


“What line, you ask”


● Both Apple & Google keep it necessarily vague. ● It’s however not so easy to recognize the line (not even for

Apple nor Google, who are also figuring it out as we go)


In the next slides, we’ll call out examples, and try to classify what we think is over the line (at this point in time):

Over the line (Black Hat ASO) This is not over the line now, but perhaps later (legal high)

Entirely safe & white hat

Stacked hats, mean we’re not sure either!

Let us know your opinion at @ASOMonthly


Contents

Examples of gray hat / black hat:

1. Installs2. Keywords3. Ratings & Reviews4. Other types


Installs: Incentivized Installs1.1

Whilst (2016) it seems generally accepted that these campaigns are (whilst technically ‘manipulating rankings’) okay, this was not always the case: https://gigaom.com/2011/04/19/apple-reportely-rejecting-apps-with-pay-per-install-campaigns/

https://gigaom.com/2011/04/19/apple-reportely-rejecting-apps-with-pay-per-install-campaigns/

https://gigaom.com/2011/04/19/apple-reportely-rejecting-apps-with-pay-per-install-campaigns/


Installs: Bot Installs1.2


Installs: “Retained” Bot Installs 1.3

We receive unsolicited messages at Phiture from time to time, making us aware of how these shady agencies play cat & mouse with Google & Apple. In this instance, the agency will have their bots not only install the app, they also come back X days later to trick the algorithm into thinking the app is any good.


Installs: Non-Incentivized Search Installs1.4

The more people install your app via a certain search, the more positive feedback it is for Apple & Google that your app is relevant for that search phrase.

In TV ads or via YouTube influencer marketing, ask viewers to install your app over a certain search term: “Search for ‘strategy game’ and download ‘Fleet commander’”Risk: if your rank is too low, some people might not find you, or even install the competition.


Installs: Incentivized Search Installs1.5


Installs: Bot trending searches1.6


Installs: “Top Grossing Refund”-trick1.7

Src: Gabriel Machuret (ASOAgency.com)


Keywords: Keyword “dropping”2.1


Keywords: Keyword “stuffing”2.2


Keywords: Lifting of brand names2.3


Keywords: Lifting of trending keywords2.4


Keywords: Leverage localization tricks

Src: http://www.mobilegrowthstack.com/acquisition/app-store-optimization/increasing-number-keywords-app-store-optimization-localization/

Leverage localizations to add more keywords (Apple)

2.5

http://www.mobilegrowthstack.com/acquisition/app-store-optimization/increasing-number-keywords-app-store-optimization-localization/


Reviews: Why push people to (positively) review?

My first review on the App Store took 12 steps

This cumbersome process discourages most users to rate the app themselves. Only the really vocal (often negative) voices will be heard.

Especially Apple is having this issue because of their implementation, which result in way less reviews (< 10% of Play), and worse ratings:

Combine that with the star rating reset that Apple does after every update, and you derive to the conclusion that asking for reviews is vital to any app store optimization strategy.


Reviews: Asking for reviews3.1


Reviews: Asking for reviews after segmenting3.2

Especially for iOS this was a wonderful strategy to collect feedback and communicate with your unhappy users, whilst combatting the vocal (often negative) ratings in the store.


Reviews: Asking for reviews after segmenting3.2

App Store:"We noticed that your app includes content [...] that can manipulate the user reviews [by filtering] user reviews and only directing users who intend to rate your app 4-5 star."

October 26, 2016

We thought it was all safe, but then...


Reviews: Asking for reviews3.3

Open questions:1. Does Apple’s rejection of Piet Brauers app, mean that we’re back to these dialogs?2. Can we still place them at “Aha”-moments or are we then also influencing our users?3. Can we trigger the “Rate the app”dialog at a later point, only to the promoters we determined earlier?4. Can we still use the segmentation tactic on Google Play? (Google hasn’t explicitly rejected an app as far

as we know)

https://twitter.com/pietbrauer


Reviews: Paid Negative Reviews3.4


Reviews: Paid Human / Bot Reviews3.5


Reviews: Incentivized Reviews3.6

Hinting at a bonus for any rating

Offering a bonus for any rating (1-5)

Saying you give a bonus for a 5 star rating


Reviews: Writing your own reviews3.7


Reviews: Review Contests3.9


Reviews: Paid FB likes or Google +1s3.10


Other: Not abiding the guidelines4.1

Note: It’s easy, and often non-intended to break guide lines. Whilst we don’t consider it “over the line” it’s still not allowed, and it easily gives your competition an edge over you. Be in the know!


Other: Fake apps & rip-offs4.2

Finally: where do you want to be?


The line

Obviously not hereYou’re over the line. You risk getting rejected /

expelled. It can hurt your brand irreparably.


The line

Not hereYou’re losing out on DL


The line

You want to be here!You play it fairly safe, don’t risk getting expelled, but at the same time

you do everything to be able to play along.


The line

You want to be here!You play it fairly safe, don’t risk getting expelled, but at the same time

you do everything to be able to play along.

And know EXACTLY, what’s going on here, and

which competitors are killing it / you in the app

stores because of it.

@moritzdaan, @[email protected]

Thanks!

mailto:[email protected]



Black Hat ASO - Presentation eMetrics

Mobile

Transcript of Black Hat ASO - Presentation eMetrics